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Online Communities Customer Insight Benefits

Private Online Communities are one of the most insight-rich sources of customer feedback.  Whether interacting with each other, with associates from your organization, or simply leaving product reviews or comments, the customer conversations are real and unguided. They provide tremendous insight on many aspects of your business from product design and quality to store layout.

Secure Customer Insight

  • Launch customers surveys and polls in real-time and secure continuous customer feedback
  • Invite customers to conferences in the online community that include your organization’s SMEs and industry experts
  • Receive customer perspectives through forum posts re: how they enjoy using your products/services and what they would like improved

3 Customer Insight Benefits from Online Communities

#1 Gain Insight by Monitoring Customer Behavior

As your best customers engage with your online community reading articles, taking trainings, engaging support, and sales teams you gain tremendous insight into the sources of information that they value and their customer journey.  The insights gained enable you to guide customers to valuable information, interactions and to the next best purchase for them in their customer journey.   Likewise, you can also monitor the behavior of those customers whose sales are dropping off discovering meaningful insights to help support their needs, improve value to those customers to result in increased sales. 

#2: Deepen Customer Engagement

Customers really enjoy being listened to.  They enjoy sharing their thoughts and expertise with other customers and prospects about your products/services.  You in turn respond to these customer observations with your own insights.  This ‘two-way’ customer dialog drives customer engagement, satisfaction, loyalty and advocacy.  You take customer engagement to a new level as you offer Virtual Reality (VR) and Augmented Reality (AR) experiences from within your Online Communities.  Imagine the impact of taking your wine connoisseur customer on a visit to your vineyards using VR technology!  Or offering technical support services and technical training via AR experiences.

#3: Launch Customer Polls and Surveys in Real-Time

Secure real-time customer feedback via surveys and polls that are offered from within your hotel.  This could be regarding a new product launch, a new marketing program, a revised incentive program, etc.  The goal is to have the Voice of the Customer continuously providing their opinion to you.  By tying gamification to polls and surveys, meaning you give rewards for taking a poll or survey – you also deepen customer engagement.

Learn more about ISM’s Data & Analtyics Focus Area.

To learn more about the Digital Customer Community, visit where you can view ISM’s recent webinar titled: “What is a Digital Customer Community, and Why is it Critical to your 2021 Customer Strategy,” and access Online Community articles written by ISM president, Barton Goldenberg.  Alternatively contact Barton Goldenberg directly at, office phone (301) 656-8448.

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